NEW YORK — Ricky’s has gone South.

The New York-based emporium of beauty and novelty items opened its first store outside New York City this month, in the South Beach section of Miami. The split-level shop contains 2,700 square feet of selling space on street level and 1,100 square feet on the mezzanine.

Todd Kenig, an owner of Ricky’s Urban Groove, said the company now operates 10 stores in Manhattan, and the one in Miami. But there will be more expansion before the year is out with store count expected to climb to 18 to 20. Four sites are on board for Manhattan, and a second for Florida — in Coconut Grove.

There will also be the unveiling of a new concept this summer with Lil Ricky’s, a children’s spot at 74th Street and First Avenue. “We will sell everything we sell for adults, only it will be miniaturized,” said Kenig. “It will be cosmetics for kids.” A party room will allow children to dress up in a range of costumes to be offered at the store.

Meanwhile, Ricky’s South Beach maintains the essential elements of the New York stores, but adds a tropical flavor, and reflecting the eclectic population, sales skew in different directions. “In New York we sell a lot of women’s wigs, in South Beach we sell a lot of men’s wigs,” noted Kenig.

For the opening, windows on one side of the store showcased T-shirts with long, sheer sleeves covered in tattoos, and, on the other side, blue-themed merchandise.

— L.K.

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